Integrate Acquires ListenLoop to Expand Its Demand Orchestration Platform
PR Newswire | January 16, 2019
Integrate, the leader in demand orchestration, today announced it has acquired ListenLoop, a software company that powers a best-of-breed B2B account-based programmatic platform. Integrate also announced that it has publicly launched a programmatic account-based demand generation solution powered by ListenLoop to help B2B marketers accelerate revenue by increasing the quantity and quality of targeted account leads. The acquisition of ListenLoop underscores Integrate's long-term commitment to expand its B2B SaaS platform to orchestrate the most crucial marketing channels for B2B marketing success. Within the Integrate platform, customers can now execute, manage, measure and connect programmatic with demand generation, bridging the gap between accounts and contacts. "B2B marketers are frustrated by their inability to prove ROI from their programmatic investments. While impressions and clicks are a cursor for engagement, the real ROI comes from understanding marketing's contribution to revenue," said Jeremy Bloom, founder and CEO of Integrate. While programmatic advertising helps B2B marketers generate awareness among their targeted contacts, it is not an effective way to generate opted-in leads for sales. The acquisition of ListenLoop allows Integrate to enable marketers to incorporate programmatic into a cross-channel approach and generate opted-in leads across the buying committee of an account. "After running an extended private beta with Dell and some of our other large B2B customers leveraging ListenLoop and Integrate, it became crystal clear that connecting programmatic to pipeline added the value and insight that our marketers were looking for," said Bloom. "Acquiring ListenLoop marks the first step in our journey to build a best-in-class ABM capability and represents a key part of our broader vision to orchestrate the top funnel for B2B marketers." "We were looking for a partner to help us push our programmatic ABM to the next level, aligning brand awareness with demand generation," said Marina Lemas, Integrated Demand Marketing at Gigamon.